Mumbai: Fitspire, India’s leading vegan wellness startup, has announced a strategic partnership with actor Tiger Shroff and Ganapath movie.

Through the partnership, Fitspire has showcased its newly launched peanut butter brand in the movie in a bid to tap into the burgeoning estimated $120 million peanut butter market in India. Founded by IIM Lucknow alumni Vipen Jain in 2020, Fitspire is an FMCG startup selling over 80 vegan products and combos for a healthy and fit lifestyle. The startup is also helmed by two prolific women co-founders Nidhi Jain and Hinah Sawhney.  Fitspire boasts of a strong customer base of 1 million. Currently, Fitspire caters to more than 15,000 pin codes across the country, providing vegan wellness and fitness products made from extracts of natural ingredients. All its products are tested for international safety values and under FSSAI standards.

Talking about the brand association with Tiger Shroff, Fitspire’s founder and CEO, Vipen Jain said, “Tiger Shroff is a youth icon and is known for his stringent health and fitness. Associating with Tiger Shroff for our peanut butter made perfect sense as the segment is growing rapidly at a 20% CAGR driven by rising demand from health conscious GenZs and millennials.”

The demand for peanut butter has grown exponentially post-2020 pandemic due to a rising trend among consumers looking to include vegan and plant-based protein into their diet. The trend is likely to dominate the Indian market in coming years owing to rising awareness about healthy and sustainable living, Vipen added.

The Tiger Shroff and Kriti Sanon movie Ganapath produced by Vikas Bahl and Jacky Bhagnani shows how a simple man transforms into a well-built and strong mercenary who sets out on a mission to safeguard his people from evil forces. The movie that hit the box office will introduce Fitspire Peanut Butter in various scenes.